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The new business road test : what entrepreneurs and executives should do before writing a business plan / John W. Mullins. - 2nd ed. - Harlow, England ; New York : Prentice Hall/Financial Times, 2006. - xviii, 305 p. : ill. ; 24 cm.
Author
Mullins John W. (John Walker)
Subject
New business enterprises Marketing research.
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There are copies available to loan: sygn. ME (1 egz.)
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Includes bibliographical references and index.
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Zawiera: My opportunity : why will or won't this work? -- Will the fish bite? -- Is this a good market? -- Is this a good industry? -- How long will your advantage last? -- What drives your entrepreneurial dream? -- Can you and your team execute? -- Your connections matter : which matter most? -- Putting the seven domains to work to develop your opportunity -- What to do before you write your business plan -- How to learn what you don't know you don't know -- Market analysis worksheet -- Industry analysis checklist -- Do-it-yourself marketing research for your new business road test -- Evidence-based forecasting -- Getting help with your road test -- Appendix: Research methodology.
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